Executive Summary:
The Daimler Group is one of the world’s leading company in the automotive and commercial vehicle industry. The company originally stationed in Stuttgart, Germany exports their vehicles to most developed countries around the world including Brazil, England, United States among many others. Daimler is a proud representative of various commercial vehicles and trucks such as Mercedes-Benz, Freightliner, Fuso, and Western Star amongst other vehicles. The main brand with the most varied line-up of cars is the Mercedes-Benz Truck Company is recognized worldwide for its outstanding quality and performance. The primary characteristics to build a successful truck include the possession of a powerful engine that can be fuel-efficient in moving the big commercial vehicles, a reasonable and standard size that meets road rules of all existing and new markets, as well as having a resisting and long-lasting body frame.
The suggested market of entry for Daimler (Mercedes-Benz) is the developing country of China, more specifically located towards the southwestern cities, such as the industrial city of Guiyang. Our market proposition is the alteration of an existing product line-up to include to our joint-venture partner, Dongfeng Motors. A joint-venture strategy will be done to accommodate to the political environment in China requiring a joint venture to join the market. Staffing will be taken into account by hiring local employees to create jobs in a developing country. Local Daimler employees will also be redirected to China to maintain and show the standard of quality that Daimler is known for. To obtain and allow for an easier market entry, Daimler will be hiring employees from Dongfeng Motors, local knowledge from our new partner will allow an easier transition and better understanding of the local market. Key competitors that amount to a large percentage